The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective

By Diana Seno, B. Lukas. 2007

390 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/081c578d1622c181c09bfe963166ff5ef9952e38

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Citations in the corpus

Selecting a female athlete endorser in China: The effect of attractiveness, match‐up, and consumer gender difference (2011, background): “Also, celebrity attractiveness is related positively to brand image, which in turn is related positively to brand equity ( Seno and Lukas, 2007”
Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement (2017, background): “For example, John Travolta’s endorsement of Qantas (an Australian airline) is considered to have exploited source expertise—his expert knowledge and experience as a commercial pilot and owner of an airplane (Seno & Lucas, 2007).”
Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness (2021, background): “Research has suggested that the more a celebrity is activated in the information processing of a celebrity-brand relationship, the more the brand will benefit from the relationship (Farrell et al. 2000; Seno and Lukas 2007).”
On the relationships among brand experience, hedonic emotions, and brand equity (2015, background): “, 2006), celebrity endorsement (Seno and Lukas, 2007), brand alliance (Delgado-Ballester and Hernandez-Espallardo, 2008), service quality (Jamal and Anastasiadou, 2009), employees (King and Grace, 2010), post-purchase ancillary products and services (Baker et al.”
Celebrities in Advertising: Looking for Congruence or Likability? (2012, neutral): “Alongside this phenomenon, research into the role of celebrities in advertising has also increased since the 1990s (Amos, Holmes, & Strutton, 2008; Erdogan, 1999; Ohanian, 1991; Pringle & Binet, 2005; Seno & Lukas, 2007).”
Evaluating responses to celebrity endorsements using projective techniques (2012, background): “Advocates for the use of celebrity endorsers argue that compared to non-celebrities, the former can improve the effectiveness of marketing communications, by enhancing a product's image, attracting attention and improving recall rates ( Seno and Lukas, 2007”
The value of celebrity endorsements: A stock market perspective (2011, background): “More recently, Seno and Lukas (2007) use the example of cosmetics firm Elizabeth Arden (in the personal care sector) to employ actress Catherine Zeta-Jones as the company's “public face”.”
Celebrity influences on consumer decision making: new insights and research directions (2019, background): “Hence, meanings are also iteratively transferred from the endorsed product/brand towards the celebrity brand image (Ambroise et al., 2014; Arsena, Silvera, & Pandelaere, 2014; Halonen-Knight & Hurmerinta, 2010; Seno & Lukas, 2007).”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “In the midst of the changing nature of competition, consumers also become complex, sophisticated, and demand more from the firm’s products or services (Brodie, Hollebeek, Juric, & Ilic, 2011; Seno & Lukas, 2007).”
Celebrity endorsement, self-brand connection and consumer-based brand equity (2015, background): “, 2008) and purchase intentions (Kahle and Homer, 1985), scholarly research into the effects of celebrity endorsers on brand equity remains limited (Seno and Lukas, 2007).”